Middle-East and Africa Bath and Shower Products Market- Growth, Trends, and Forecasts (2020 - 2025)

The bath and shower products market in Middle-East and Africa is expected to register a CAGR of 6.2% over the forecast period of 2020 - 2025.

• Countries, such as Saudi Arabia and the United Arab Emirates, hold a significant share in the market. The extreme hot climate in the region remains the primary driver for the market to grow, wherein, increased hygiene practice among consumers and the growing demand for spa-like products at home has driven the bath product sales.
• Furthermore, the demand for halal-based products is still prominent to the middle and high-income groups of people. The increasing disposable income further is also augmenting the growth of the market.

Key Market Trends

The Emergence of Natural Halal Bath Products & Cosmetics

The sole presence of the middle-eastern countries, along with that of the GCC, facilitated the surge in the demand for halal based cosmetics. On the other hand, this boosted manufacturers' target-based sales. Although the segment has gained significant momentum over the past years globally, the evident growth in the middle eastern economy is in harmony with Islamic law.

On the other hand, prioritizing the halal factor, the natural trend witnessed a continuous growth momentum lately. Dubai, in particular, has been a hot-bed of development for new natural, organic or halal beauty brands, as well as for the regional seeding of international natural brands and naturals spa services. In terms of retailers viewpoint, the emergence of specialist shops and more of these types of natural beauty stores will emerge, and a preferential growth will most likely come from other channels, such as spas, pharmacies, and increasingly online - a channel that could give the market a major boost.

Availability of Various Fragrances

Fragrances have always played a key role in driving the demand for bath & shower products, where the expectation is mostly related to lasting aroma driven by brand appeal. Across the Middle Eastern economies, the sale of bath & shower products is mostly driven by its fragrance, along with the presence of natural ingredients altogether. That being said, the driving segment i.e. the Millenials and Generation Z are more inclined towards those products that can drive sensory experience, calmness, and products that support their physical, mental and emotional well-being. Going forward, the rising demand for bath & shower products in the region will incur a strong combination of varied natural fragrances, along with those that were fragrances that were "lost in time".

Competitive Landscape

The Middle East & Africa Bath & Shower Products market is very competitive with established global players occupying the major share of the market. Among all, the major players include international brands such as Procter & Gamble Co., Unilever PLC, Henkel AG & Co KGaA, L`Oreal SA, L'Occitane International SA, etc.

Major brands operating in this segment are opting for strategies inclusive of new product development and expansion in the distribution channel, for expanding their businesses in the region. On the other hand, brands are also expanding their presence in the premium segment of bath and shower products where the factor of aromatherapy will play a significant role in driving the sales.

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